Strategic Shifts between Business Types

A transaction cost theory-based approach supported by dyad simulation
Softcover Nachdruck of the original 1. Auflage 2004
ISBN: 978-3-8244-7989-4
Verlag: Deutscher Universitätsverlag

Buch, Englisch, 320 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 446 g

Reihe: Business-to-Business-Marketing

Many companies in business-to-business markets hope to improve their profit situation considerably by fundamentally changing the technological or contractual dimensions of their market offerings. Often enough, reality does not live up to these expectations. Since such strategy shifts often imply substantial investments, a systematic ex ante analysis of the chances of success is an important issue in strategic management.

Katrin Susanne Mühlfeld classifies the heterogeneous selling and purchasing processes on business-to-business markets and derives different business types. Against this background, she analyzes motivations and conditions for strategic changes of market offerings which can be interpreted as shifts between these business types. Transaction cost economics provide the main theoretical foundations while additional reference is made to Austrian economics and research on power-dependence relations.

Zielgruppe

Research

Autoren/Hrsg.

Mühlfeld, Katrin Susanne

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Geschäftswettbewerb
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1 Strategic shifts between business types as essential elements of the market process.- 1.1 Recognizing and seizing opportunities for shifts between business types as a touch-stone of firm strategy.- 1.2 Research purpose and organization of the analysis.- 2 Strategic decisions for business-type specific marketing in industrial goods markets.- 2.1 Static perspective: structuring business transactions.- 2.2 Defining the notion of strategy.- 3 Dynamic perspective I: fundamental considerations on strategic shifts between business types constellations.- 3.1 Motivations for a dynamic view on the business types concept.- 3.2 Strategic shifts in the business types framework.- 3.3 Motivations of seller-initiated redesigns of business types constellations.- 4 Dynamic perspective II: considerations on sufficient conditions for shifts between business types constellations.- 4.1 Legal restrictions.- 4.2 General considerations on asserting shifts between business types constellations.- 4.3 Derivation of an analytical framework for the examination of shifts between business types constellations.- 4.4 Shifts between business types constellations in business practice: a case study-based illustration of the model.- 4.5 Extending the concept to capture the value of flexibility and consequences of path dependencies in an interactive context.- 5 Conclusion.- 5.1 Summary.- 5.2 Limitations and directions for further research.- Appendices.- References.

Über Autor(innen)

Dr. Katrin Susanne Mühlfeld war wissenschaftliche Mitarbeiterin bei Prof. Dr. Klaus Backhaus am Betriebswirtschaftlichen Institut für Anlagen und Systemtechnologien der Universität Münster. Sie ist derzeit als Postdoctoral Research Fellow an der London School of Economics and Political Science.